Technology Vendor: TEQUILA
For a non-sequel/franchise like this, you always start with the most basic of business problems -- building awareness. Of course, each film adds it's own unique challenges. For this one, it was building excitement despite not having big box-office stars, and extending our reach.
The site design was really all Tequila. We followed their creative inspiration. When the design team is on target, the trick is to not screw it up. As far as the process went, we provided a brief, a synopsis/log line, basic research (on target demo, test screenings), and photo/video assets. The agency responded with comps and then we had a long chat. Rinse and repeat.
The design for this site exceeded our expectations, if only because the assets were rather straightforward. The solution was very simple, but used motion in a way that really told the story and helped bring it alive. In terms of site traffic, this was an acceptable performer for us, starting a bit slow and then showing better than usual staying power (which was similar to the pattern at the box office). In fact, the only thing I’d change was for it to have made more money at the box office!
All in all this campaign is significant because it shows the power of the right idea -- the use of imagery, photo enhancing, animation, and sound to bring a story to life makes it exciting and tangible. That's really the battle for us. And it didn't take massive investment, or throwing the kitchen sink at the audience; just some good thinking, inspiration, and high production value. The other thing that's significant is that we managed with me being in LA and the Tequila team in Sydney. That whole "promise of the digital future" thing! We may not be flying around in hovercars, but at least we can work with great talent wherever it may be found. -- Aaron Sugarman, vice president, interactive marketing, New Line Cinema
The pace inherent in the film itself is brought into the Web site through animation and sound. This, along with features such as the 'incoming call, make the experience impulsive and at times, even manic.
Our process at Tequila always starts with a strategy review including audience, environment, and really understanding the movie's place (we get the full script to read too). Even though it's for the US market and we're physically in Australia, we like to have lots of research and case study work to refer to. We have a great collaboration with Aaron at New Line, so we work up a bunch of ideas and creative treatments, then work with him to refine, put on hold, or eliminate elements. We're always under pressure (self-imposed and from Aaron) to do something that goes much further than the hundredsof 'vanilla' sites out there, which helps. It's usually an iterative process - starting with the raw strategy and ideas and then building layers that support them. Also, we like to addelements that will build the viral potential of the site as we go- such as content that people will want to tell others about.
All in all we're very happy with the work- it’s on-strategy and produced in the best quality way (plus its fun to do!) However, we want as many bums on theater seats because the website hooked them in- which is difficult to quantify... having said that, we wouldn't change the fundamentals of this site. Aaron and ourselves have lots of ideas ready to attach to a movie- online is an amoebic communication & entertainment medium and its a challenge to achieve relevance, timing, and not be seen as "same as"...In any project, we could implement a far deeper & stickier website in terms of content and interaction with users - its always a balance between creative desire, strategic necessity and...money!
-- Bob Mackintosh, creative director, & Martin Holley, flash developer, TEQUILA\Sydney; James Koefoed, senior strategist/producer, TEQUILA/Sydney
A great movie site execution. Tight, always in the “frame”, tension building site. I love seeing sites that get it. Tequila and New Line clearly understand what the Web could bring the movie viewing audience. The site effectively introduces you to the movie, teases your senses for the emotion based film and provides content that could continue a viewer’s interest in the site.
Design, imagery and production value were all very high. Good job on not skimping. Movie sites have some leeway on what people might have to wait and see. It’s expected in exchange for the higher quality. Beware not all sites have this opportunity with their audience. Right place, right audience.
--Kate Everett-Thorp, president, interactive advertising, AKQA
On the web, we have to earn a viewer's attention incrementally. We involve them for 10 seconds and then we have to provide another jolting stimulus to keep them watching. The Cellular movie site does this wonderfully by combining audio, video an animation into a seamless experience that flows from screen to screen. The interactive map is beautifully designed and the way that the site provides linear clips of the plot reinforces the sense of suspense. The screen images and downloads were a nice - if expected - extra.
However, while I am singing the site's praises, I would like to have seen a better way to get into the site besides the slow pan across the Pacific and the muted voice-over. With all the climatic scenes in this movie, surely they could have found something more compelling. Still, once that swish-panned to the first Basinger image and scene, I was engaged more times than Jennifer Lopez. Studio marketing heads should take notice. This is the right way to create involving cinematic marketing experiences.
-- Matt Wright, director, IQTV
I found this to be a pretty compelling trailer - it pulls you in to the story and keeps you wanting to see more - and this is the kind of movie I would never want to go and see. However, I don't like the site as much.Specifically, I thought the there was great editing, sound and pacing on the trailer. Real tension builder. I wasn't quite sure what was going on in the second half, which is great - the best trailers never lay out the entire movie.
However, for me, the website was not as exciting - I found the home page not terribly well laid out, and not that attractive. I also did not find it all that easy to navigate. The title is awful (but that's not really the campaigns fault). At first I thought the site had to do with selling cellular service. It would have helped me to have some clearer indication that this was a movie.
The trailer was convincing and quite exciting but better placement of the "enter site" button and also, a cleaner more enticing web page would have helped.
-- Noreen Halpern, executive producer, Blueprint Entertainment